“Pinocchio” Wins Advert Spat Ruling

The referee’s decision is now in following the most recent spat involving Toulouse and Chicago.

Boeing placed an advert last year claiming the 747-8 has a 26% cost advantage and is 8% more fuel-efficient than the Airbus A380. The airframer also claimed the 737 MAX will deliver 8% lower costs than Airbus’ A320NEO.

Airbus retaliated suggesting that Boeing was stretching the truth, with a reference to the popular long-nosed children’s character, Pinocchio. The European airframer complained about the ad to the UK’s Advertising Standards Authority (ASA).

This Airbus advertisement appeared in the 26 November 2012 issue of Aviation Week & Space Technology.

A further Airbus advert appeared in this magazine on 24 December 2012 claiming that Boeing had a “true case of jet lag.”

But Pinocchio has been put to bed, for now. The ASA has published its final adjudication, which firmly rejects the complaint made by Airbus, arguing that "those involved in the decision-making process to purchase large aircraft would have a high-level understanding in this area," and were "unlikely to make a purchase decision without seeking a great deal more information."

Boeing’s reaction was as expected: “we are pleased that our advertisements underlining the advantages of buying Boeing products have been supported.”

Standing by its complaint, Airbus also issued a response from its Chief Operating Officer, John Leahy, who says: “Boeing’s seating assumptions are as outdated and obsolete as the 747.”